Heinz targets on‑the‑go convenience with built‑in sauce compartment
Inspired by real consumer pain points, HEINZ unveils the HEINZ Dipper: a first-of-its-kind fry box with a built-in ketchup compartment engineered for dipping on-the-go, debuting across more than 20 restaurants and sports stadiums across the globe.
Heinz is pushing deeper into the on‑the‑go convenience market with a packaging innovation designed squarely for mobile snacking: a fry box with an integrated condiment compartment, rolling out across 11 countries.
The new design solves one of the biggest pain points in quick‑service and street‑food eating — juggling fries, sauce packets and limited space — by combining both elements into a single, portable pack.
The built‑in compartment holds Heinz ketchup or other condiments securely, allowing consumers to dip on the move without spills, sachets or extra packaging.
The launch reflects Heinz’s broader strategy to modernise classic formats for today’s eating habits, where portability, ease and minimal mess are increasingly important. With global demand for convenient, handheld foods continuing to rise, the brand sees the fry box as a way to enhance both consumer experience and operator efficiency.
As Diana Frost, chief growth officer at Kraft Heinz North America, put it: “We know our fans are looking for ways to make their meals more convenient and enjoyable, and this new fry box delivers just that.”
By integrating sauce directly into the pack, the format reduces the need for separate sachets, cuts waste and speeds up service — benefits that appeal to foodservice operators looking to streamline operations while offering something distinctive.
Heinz is rolling out the innovation across markets including the US, UK, France, Germany and Australia, with additional regions to follow. The company says the design is part of its ongoing commitment to “make mealtime easier and more joyful,” while tapping into the global appetite for convenient, customisable snacking.
